Legal dispute leads to renaming of Midlands-based CRM software firm

A naming dispute with another company has led the website and CRM software brand Motorlease to be relaunched as MotorComplete.

Used by leasing brokers and dealers, the business is part of Coventry-based Auto Platforms, whose managing director Anthony Flack confirmed it received a request to change the product name in a naming dispute with another company.

“We have no issue with rebranding from MotorLease to MotorComplete, it’s more about the real service we provide,” he said.

“It actually gives us an opportunity to reinforce our commitment to the leasing broker market and push for further growth.”

Online search reveals there is a 75-year-old US-based fleet management business named Motorlease, while another business, Motorlease UK, was incorporated in 2002 in Hull.

Flack, who had a long career in financial services and digital before heading Auto Platforms, now wants to double MotorComplete's client base

Since its launch in April 2021, the business has recruited 22 leasing brokers onto its books and it has recently added Britannia Car Leasing to its list of clients.

“We’re looking to double the number of brokers we service,” continued Anthony, “as we look to challenge the status quo of website design and CRM provision, to make it as easy as possible for brokers to lease cars and vans.”

He said the latest MotorComplete all-in-one broker platform offers an easy set-up process, ease of ongoing change, and strong pricing management through rate book upload, special offers management and aggregation.

In 2022 Flack to BVRLA members he saw scope in the sector for challenges to the traditional business model.

"There are still a surprising number of brokers out there whose websites, at best, only act in an informational capacity, conveying that they do lease cars and providing contact details. When speaking to a couple of such brokers, the explanation is that they rely on personal service, either face to face, or on the phone, and the website is of secondary importance," he blogged on the BVRLA website.

"Unfortunately, this also conveys a handful of other things, the lack of awareness of the vital role of digital, under investment from the company, and wider operational inefficiencies. These are compounded by the misunderstanding that digital means you cannot provide personalised services.

"Forward-looking brokers and those with improved longevity recognise the critical role digital must play. They continually look for ways to move more vehicles with the same or fewer people, with straight-through processes (well nearly) supported by digital. In banking, the mantra is mobile first with automation where possible, trying to make sure the process of onboarding is as light and frictionless as it can be."